Live shopping platform Whatnot has released its 2027 Consumer Trends Report, exploring the products, trends and communities expected to shape how consumers shop, collect and connect in the year ahead. The report brings together Whatnot platform data, insights from its shoppers around the world and the perspectives of its sellers.

In a survey conducted by Censuswide across the UK, USA and Germany, 47% of Gen Z and 44% of millennials said they shop live more than they did a year ago. Whatnot’s communities drove more than $8 billion in live sales globally in 2025, and the platform is on pace to more than double that this year.

Fashion: 2027 will remix the classics

Fashion generates more orders than any other category on Whatnot, with order volume more than doubling since last year. The number of fashion buyers and sellers has also doubled year-on-year.

• Maximalist Y2K takes over - Whatnot expects the “McBling” Y2K style to take centre stage in 2027. Since this time last year, searches for baguette bags rose 320%, while rhinestones, low-rise styles and tracksuits each rose about 160%.
• The Coach comeback continues - Luxury Bags & Accessories live shows have driven over 150 million views so far in 2026. Coach was named in nearly half of all vintage bag show titles on Whatnot in 2026, about 9x as often as the next most-mentioned brand, Dooney & Bourke.
• Materiality matters - Searches for cashmere rose 140% and silk 100%. Brands known for craftsmanship saw some of the strongest growth, including Brioni (+350%), Zegna (+340%), Brunello Cucinelli (+220%) and Loro Piana (+130%).
• The Ralph Lauren aesthetic goes beyond prep - Searches for tweed rose 120%, while Western searches rose 100%.
• The Prada effect puts skirts everywhere - Prada sent 63 skirts down its Spring/Summer 2027 runway, and searches for skirts on Whatnot climbed 93%.
• Old-school accessories become new classics - Floral brooch searches tripled, and searches for silk scarves rose 78%.
• The pendulum swings - Searches point towards big sunglasses (+68%) over tiny frames, purple (+81%) following brat green, snake print (+84%) as an alternative to leopard, and pearls (+66%).

Beauty: more is more

Beauty orders on Whatnot nearly tripled since last year.

• Fragrance becomes a wardrobe of its own - About 18 fragrance items sell per minute on Whatnot in 2026, and 72% of fragrance buyers returned for another purchase. Kayali, Tom Ford and Maison Francis Kurkdjian led searches, while sellers saw growing interest in smaller sizes.
• Middle Eastern fragrance takes off - Searches and orders for Dubai perfumes tripled in 2026. Searches for peony jumped 460%, while woody scents rose 230%.
• K-beauty remains the foundation - K-beauty brands accounted for more than 80% of skincare orders on Whatnot in 2026, while orders for anti-ageing products roughly quadrupled.
• From “clean girl” to “worn-in glam” - Dark, moody eyeshadow shades ran at roughly 2x the volume of nude and neutral palettes throughout 2026, and hair crimper searches tripled.

The report also covers trends in toys, trading cards, sports collecting, and food.

To see the full report, visit blog.teamwhatnot.com.